Skin care certainly is, and hair care, definitely...so why is no one thinking about their hardest working feature?

To help shed light on the stress and strain our eyes go through daily—and position a brand new hydrating eye drop—we created a whole new vocabulary around eye care. Yes, we literally made up the words! Hello ST•RY•PAPER, HYD•REDIENTS, DR•ITCHY (just to name a few). And as for the look and feel, we ditched every eye care category standard, and embodied the design language of a modern self-care brand.